Erik du Plessis
Encyclopedia
Erik du Plessis is the Chairman of Millward Brown South Africa and author of the "The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising," 2005. He specializes in brand
and advertising
research. Erik has also been a guest professor
at the Copenhagen Business School
. Du Plessis formerly ran his own research company, Impact Information, in South Africa
.
"The Branded Mind" examines the neuroscience of brand decisions, taking the position that brand decisions were largely dependent on homeostatic factors. In "The Branded Mind," du Plessis also discusses how both emotion and rationality factors come into play when a consumer is deciding which brand to pick. Du Plessis also offers some insight in his book on the ways in which emotions, moods, personality, and culture impact our brand decisions.
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
and advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
research. Erik has also been a guest professor
Professor
A professor is a scholarly teacher; the precise meaning of the term varies by country. Literally, professor derives from Latin as a "person who professes" being usually an expert in arts or sciences; a teacher of high rank...
at the Copenhagen Business School
Copenhagen Business School
Copenhagen Business School, also known as CBS, is situated in Copenhagen, Denmark. With more than 17,000 students and 1,300 staff members, CBS is also one of the largest business schools in Europe. CBS offers a wide range of business-oriented university programmes and a research environment...
. Du Plessis formerly ran his own research company, Impact Information, in South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
.
The Advertised Mind
Compiling research performed by du Plessis and Millward Brown, "The Advertised Mind" theorizes that the strongest factor in successful marketing is whether an advertisement creates an emotional response in its target audience. du Plessis bases his conclusions on recent discoveries in neuroscience—particularly the limbic system—which suggest that emotion establishes a firm memory of an advertisement and predisposes consumers to buy the brand that is being advertised. du Plessis also refers to Adtrack’s database of responses to over 30,000 TV commercials, and explores how this paradigm shift can maximize return on advertising spend.The Branded Mind
In 2011, du Plessis wrote a follow up book called "The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and Brand.""The Branded Mind" examines the neuroscience of brand decisions, taking the position that brand decisions were largely dependent on homeostatic factors. In "The Branded Mind," du Plessis also discusses how both emotion and rationality factors come into play when a consumer is deciding which brand to pick. Du Plessis also offers some insight in his book on the ways in which emotions, moods, personality, and culture impact our brand decisions.